Blackwell advises that not-so-glam companies study Elton
John's transformation from a "dowdy, poorly dressed guy
with little personality to an international superstar."

A professor of marketing at The Ohio State University, Columbus,
Blackwell says companies, like successful rock bands, should
communicate with clients, treat them well, and make them feel
they're important to the company.

Game company Looney Labs is winning customers against giants like
Hasbro Games with the help of the Mad Lab Rabbits-500-plus
fans who volunteer to work their tails off at trade shows,
conventions and local appearances.

They're not paid, explains Kristin Looney, 38, who
co-founded the College Park, Maryland, company with her husband,
Andrew, 40. Many enjoy the camaraderie and the games. "A
Rabbit might spend the weekend at a convention hanging out and
promoting our games and only earn 20 [product credits]-worth
roughly $20," she says. "It's the fun that brings
them back, not the [credits]."

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